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Under Armour to Open in Chicago

The athletic firm will debut its largest branded retail store in March 2015.

Under Armour is taking on the Windy City.

The Baltimore-based athletic brand announced today it will debut its newest Brand House concept store on Chicago’s Magnificent Mile in March 2015. The nearly 30,000-sq.-ft. store will be the firm’s fourth branded location — and its largest.

“We are excited to open our first Brand House in Chicago on Michigan Avenue, one of the world’s most iconic and dynamic retail destinations,” Susie McCabe, SVP of global retail, said in a release. “The Under Armour Chicago Brand House will ... provide us with a new opportunity to expand upon our mission to make all athletes better, while delivering an elevated and personalized shopping experience.”

The store, located at 600 N. Michigan Ave., will carry men’s, women’s and youth apparel and footwear, as well as equipment, and will be staffed to provide expert advice in all those categories. Shop-in-shops dedicated to running and training are expected to be part of the mix, and the store will carry local Chicago products.

Under Armour also debuted a Brand House in April, in a 10,000-sq.-ft. space in New York’s Soho neighborhood.